Brand By Design: Walter Landor

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  • Brand By Design: Walter Landor

    1. 1. Brand by Design - Walter Landor Presented May 5, 2006 at the National Museum of American History Modified February 8, 2009
    2. 2. Augsburg Synagogue – interior Designed by Fritz Landauer – his father
    3. 3. Walter’s arrival to the U.S. with the British Pavilion at the 1939 NY World’s Fair
    4. 4. Walter and Jo Martinelli Landor
    5. 5. The emergence of self-service supermarkets <ul><li>“ Fifteen years ago, a sales clerk might recommend a brand of soap, paint, peas or candy. Today, the package itself must do the talking. ” </li></ul><ul><li>Walter Landor, 1956 </li></ul>
    6. 6. Before self-service grocery stores and then the new supermarket A full-service General Store Piggly Wiggly’s patented new self-service store A&P full-service store
    7. 7. Early Branded Ads Kellogg’s Corn Flakes Uneeda Biscuits Quaker Oats Smith Brothers’ Cough Drops “Trade” and “Mark”
    8. 8. Getting Started – the 1940s
    9. 9. Commitment to 3 methodologies <ul><li>1- Creativity. </li></ul><ul><ul><li>No “cookie cutter” approach to design </li></ul></ul><ul><li>2- Teamwork. </li></ul><ul><ul><li>Regular “Crit Sessions” for all staff </li></ul></ul><ul><li>3- Consumer feedback. </li></ul><ul><ul><li>Consumer interviews </li></ul></ul><ul><ul><li>Focus groups </li></ul></ul>
    10. 10. Walter Landor at the supermarket
    11. 11. A post-shopping interview
    12. 12. Focus group reviews
    13. 13. Getting Ready – the 1950s
    14. 14. Beverages – beers
    15. 15. Beverages - wines
    16. 16. Beverages – spirits
    17. 17. Beverages – non-alcoholic
    18. 18. The Klamath – the ship of Dreams
    19. 19. Klamath – staff on top deck
    20. 20. Landor’s Museum of Packaging Antiquities
    21. 21. A “Gathering of Communicators”
    22. 22. Walter Landor – Welcome aboard Christening – September 11, 1964
    23. 23. Klamath and the San Francisco skyline
    24. 24. Landor’s new projects - airlines
    25. 25. Financial
    26. 26. Packaged goods
    27. 27. Packaged foods
    28. 28. Packaged foods
    29. 29. Packaged foods
    30. 30. Transportation
    31. 31. Branding
    32. 32. Branding
    33. 33. Branding Cotton – Draft Cotton – Final
    34. 34. Branding
    35. 35. Walter Landor “ A Product is Made in the Factory, a Brand is Built in the Mind .”

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